Many organizations have adopted the global sourcing model to deliver corporate functions such as finance & accounting, human resources, marketing services, real estate, and supply chain management. The past few years have experienced strong market activity in the retail and CPG Global Business Services (GBS) space, with the emergence of new GBS setups and the expansion of existing ones. The delivery of marketing services from retail and CPG GBS organizations has increased sharply, especially after the pandemic, with GBS organizations stepping up support beyond traditional areas on the back of increased endorsements from enterprises.
This report explores the various aspects of retail and CPG GBS organizations’ marketing services delivery and examines the adoption drivers and maturity, challenges, responses, and key locations for delivery.
Scope
Industry: retail and CPG
Geographic scope: global
Contents
In this report, we study:
GBS adoption trends for marketing services in the retail and CPG industry
Value chain for marketing services
Delivery location landscape
Overview of marketing services delivery
Maturity and adoption of services delivery
Key growth drivers and challenges
Case study of a leading US-based retail firm’s GBS setup
Outlook of marketing services delivery from GBS organizations
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